Lead Generation and ABM Specialist

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Job Title: Lead Generation & ABM Specialist

Location: North America - remote

BSI’s Assurance division is hiring a Lead Generation & ABM Specialist to own the strategy, planning, and execution of demand programs and Account-Based Marketing (ABM) campaigns across the US and Canada. In this role, you’ll turn data and intent signals into high-impact, multi-channel programs that grow pipeline and deepen engagement with priority accounts across Training, System Certification, Internal Supplier Audits (ISA), and Digital Trust. Partnering tightly with Sales Directors and the Global Digital Hub, you’ll ensure every program is precise, measurable, and revenue-aligned.

What you will own:

• Regional demand strategy: Build a NorAm plan aligned to MQL, SQL, and opportunity targets; define offers, channels, and audiences across the funnel.

• Multi-channel execution: Launch campaigns across email, LinkedIn/paid social, paid search, webinars, events, content syndication, and nurtures.

• ABM leadership: Design 1:1, 1:few, and 1:many ABM motions by vertical and persona; orchestrate plays that move accounts from awareness to revenue.

• Sales partnership: Co-create target account lists and joint account plans with Sales Directors; enable teams with ABM playbooks and insight packs.

• Tech + intent: Operationalize intent and ABM platforms (e.g., Bombora, Demandbase/6sense/RollWorks as adopted); translate signals into timely actions.

• Attribution discipline: Ensure segmentation, routing, lead-source/UTM hygiene, and dashboard visibility in partnership with digital operations.

How you will execute:

• Messaging & personalization: create buyer journeys and tailor content by role, industry, and buying stage.

• Test & learn: Run structured A/B testing on offers, sequences, and channels; scale what works.

• Field alignment: Coordinate with field marketing, content, and ops to land campaigns on time and on brand via Workfront.

How you will measure success:

• Volume & quality: MQLs, SAL/SQL conversion, pipeline contribution, opportunities created.

• ABM engagement: Account reach, influence, buying-group engagement, and win-rate/velocity improvements.

• Channel ROI: CPL/CAC, multi-touch attribution, influenced revenue.

• Operational excellence: On-time launches, reduction in rework, data integrity (UTM coverage, accurate attribution).

What you will bring:

• Segmentation & scoring chops and a knack for personalized, multi-threaded outreach.

• Martech fluency: Salesforce, Pardot (or Marketo), Workfront; experience with ABM/intent tools (e.g., Demandbase, 6sense, RollWorks, Bombora, Apollo).

• Analytics mindset: Comfortable building dashboards and interpreting trends to drive optimization.

• Sales-savvy collaborator: Aligns marketing and sales around shared pipeline goals; excellent written and verbal communication.

• Operator’s discipline: Detail-oriented, organized, and effective across multiple campaigns and deadlines.

• Growth mindset: Experimentation, agility, and continuous improvement.

Qualifications:

• Bachelor’s degree in Marketing, Communications, Business, or related field.

• 6+ years in B2B demand gen/digital/ABM with proven campaign impact.

• Experience building multi-channel programs (email, LinkedIn/paid social, paid media, web, webinars/events).

• Background in matrixed/global environments; strong grasp of B2B buyer journeys.

• Familiarity with Salesforce, Pardot, Workfront, and ABM platforms.

Language & travel:

• Languages: Strong command of English (verbal and written) required; French, Spanish and/or Portuguese a plus.

BSI - Your Partner in Progress

We are proud to be the business improvement company for other organizations to become more sustainable and resilient and finally to inspire trust in their products, systems, services, and the world we live in.

Headquartered in London, United Kingdom, BSI is the world's first national standards organization with more than 100 years of experience. We are a global partner for 86,000 companies and organizations in over 193 countries, offering development, auditing, certification, and training services, including innovative software solutions and cyber security expertise for all industries: from aerospace and automotive to food, cons